Royal Brunei Airlines partners with Merkle Singapore to enhance digital marketing performance

Singapore — Royal Brunei Airlines has partnered with Merkle Singapore, dentsu Singapore’s customer experience management agency, to strengthen its digital marketing capabilities through predictive audience intelligence and improved data architecture.

According to both companies, the airline sought a unified view of customer behaviour as its data was dispersed across multiple platforms. Merkle Singapore also developed a Google-powered measurement framework using Google Tag Manager and Enhanced Conversions to support more consistent audience recognition across sessions and devices while maintaining data privacy.

The agency then implemented Google Analytics 4 (GA4) Predictive Audiences, applying machine learning to identify users most likely to convert and linking these segments directly to Google Ads campaigns. The approach delivered a 5.87% conversion rate, a 37% increase in click-through rates, and the lowest cost per conversion among all audiences tested.

Susan Shim Siew San, vice president, digital and marketing at Royal Brunei Airlines, said, “Partnering with Merkle Singapore has allowed us to truly understand our customers’ journeys in a way we couldn’t before. The ability to recognise and engage the same user across platforms has transformed how we plan and optimise campaigns. With predictive audiences as part of our strategy now, we are not just reaching travellers – we are anticipating their needs. This data-led approach ensures we stay agile, relevant, and connected in an increasingly competitive digital landscape.”

Terrence Quah, general manager of Merkle Singapore and dentsu X Singapore,  also commented, “Our collaboration with Royal Brunei Airlines showcases how data-driven transformation can deliver both precision and performance. By strengthening their measurement framework and activating predictive audiences through GA4, we were able to turn fragmented insights into a unified, future-ready system. This partnership reflects our shared vision of using technology and human understanding to build smarter, more efficient connections between brands and travellers.”

The companies said the collaboration has delivered longer-term value beyond the initial campaign, with the airline now able to track users more reliably across platforms and devices, improving attribution accuracy. 

Royal Brunei Airlines is expected to benefit from faster campaign deployment in the future, supported by a strengthened digital marketing foundation and full tracking readiness from first impression to booking.